ABSTRACT：In recent years, Taiwan’s economy has developed rapidly. Modern people work long hours and change their eating habits. Fast food has gradually become the leading trend.For this reason, this study chose fast food restaurant as research topic. The main purpose of this study is to find out how satisfied consumers are with fast food restaurants. The results of this study found that, overall, consumers’ purchase behavior of fast food restaurants has no significant impact on satisfaction, while purchase behavior has a significant positive impact on loyalty, which also shows that consumers are not affected by the purchase of fast food restaurants. Whether they are satisfied or not, they will not continue to visit fast food restaurants; finally, fast-food restaurant satisfaction has no significant impact on consumer loyalty, which also means that dissatisfaction with fast food restaurants will not affect consumers’ loyalty.

KEYWORDS：Purchase behaviour; Satisfaction; Loyalty